Outlines of multimodal texts
Equal Exchange advertisement
Outline of a multimodal text (Equal Exchange advertisement)
A-supp-11
Purpose: To persuade consumers that they can improve the lives of organic farmers and their families by purchasing Equal Exchange coffee.
Key features:
- The farmer’s heart-shaped hands are outstretched, offering the viewer partnership and the product of her hard work.
- The raw coffee is surprisingly fruitlike and fresh—natural and healthy looking.
- A variety of fonts are used for emphasis, such as the elegant font for “empowering.”
- Consumer support leads to a higher quality of life for the farmers and for all people, since these farmers care for the environment and plan for the future.
- The simplicity of the design reflects the simplicity of the exchange. The consumer only has to buy a cup of coffee to make a difference.
Conclusion: Equal Exchange is selling more than a product—coffee. It is selling the message that together farmers and consumers hold the future of land, environment, farms, and families in their hands.
McDonald's advertisement
Purpose: To persuade readers that McDonald’s is concerned about its customers’ health.
Key elements:
- A close-up of a fresh, green lettuce leaf makes up the entire background.
- Near the center there’s a comment card with a handwritten question from a “real” McDonald’s customer: “What makes your lettuce so crisp?”
- A photograph of a smiling woman is clipped to the card.
- Beneath the comment card is the company’s response, which emphasizes the farm-fresh quality and purity of its vegetables and urges customers to ask other candid questions.
- At the bottom of the ad is the McDonald’s slogan “I’m lovin’ it.”